Another New Yorker cartoon depicts two men chatting with each other at a bar. One is saying to the other, “Are you just pissing and moaning, or can you verify what you’re saying with data?” (http://www.cartoonbank.com/1999/are-you-just-pissing-and-moaning-or-can-you-verify-what-youre-saying-with-data/invt/118737/). Which would you rather be, just a complainer or someone who can actually verify what you’re saying? Understanding research methods and how they work can help position you to actually do more than just complain. Further, whether you know it or not, research probably has some impact on your life each and every day. Many of our laws, social policies, and court proceedings are grounded in some degree of empirical research (Jenkins & Kroll-Smith, 1996). 1 That’s not to say that all laws and social policies are good or make sense. However, you can’t have an informed opinion about any of them without understanding where they come from, how they were formed, and what understandings our policymakers relied on in order to craft them.
A recent lawsuit against Walmart provides an example of sociological research in action. A sociologist named Professor William Bielby was enlisted by plaintiffs in the suit to conduct an analysis of Walmart’s personnel policies in order to support their claim that Walmart engages in gender discriminatory practices. Bielby’s analysis shows that Walmart’s compensation and promotion decisions may indeed have been vulnerable to gender bias. In June 2011, the United States Supreme Court decided against allowing the case to proceed as a class-action lawsuit. 2 While a class-action suit was not pursued in this case, consider the impact that such a suit against one of our nation’s largest employers could have on companies and their employees around the country and perhaps even on your individual experience as a consumer. 3
In addition to having to live with laws and policies that have been crafted based on social research, you are also a consumer of all kinds of research, and understanding methods can help you be a smarter consumer. Ever notice the magazine headlines that peer out at you while you are waiting in line to pay for your groceries? They are geared toward piquing your interest and making you believe that you will learn a great deal if you follow the advice in a particular article. However, since you would have no way of knowing whether the magazine’s editors had gathered their data from a representative sample of people like you and your friends, you would have no reason to believe that the advice would be worthwhile. By having some understanding of research methods, you could avoid wasting your money by buying the magazine and wasting your time by following inappropriate advice.
Pick up or log on to just about any magazine or newspaper, or turn on just about any news broadcast, and chances are you’ll hear something about some new and exciting research results. Understanding research methods will help you read past any hype and ask good questions about what you see and hear. In other words, research methods can help you become a more responsible consumer of public and popular information. And who wouldn’t want to be more responsible?
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